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19 E D- G VI R A COOVE C
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COVID-19 COVERAGE In the pre-COVID-19 world, creating a quarterly printed trade publication meant we almost exclusively got to focus on lasting content. Topics like science, distilling production, sales strategies, alcohol history, business values, and ethics. That was then. To quote from the classic Stephen King novel The Gunslinger, “The world has moved on.”
The COVID Chronicles
27
What the Coronavirus Crisis is Telling Us
31
Federal Relief & Regulation
35
The last few months have thrust upon us a whole new set of challenges for our industry to tackle. We could not ignore this new landscape any more than you could. So, in response we opened the doors to a flood of content that is far more topical than our standard fair. Some of the articles and concepts in this section of the publication may be out of date even before they land in your hands, but that is the risk we had to take. Just like distillers had to adapt to a new climate during the pandemic, so have we updated our strategy in this Summer edition of the publication to tackle issues that are relevant to the time we currently exist in.
New Product, New Problems
39
COVID-19 Shutdown Updates for Craft Distillers
43
Healthy Employees, Healthy Workplace
46
Sanitizer & Your Craft Brand
49
Leadership Through Crisis
52
In the Days Ahead
55
Distilleries as Virtual Experiences
58
Cultivating Resilience
61
Pandemics, Products, and Purgatory
64
Industrial Alcohol Operations Post COVID-19
66
Conductor Thinking
68
SURVIVING COVID-19
70
The Regulatory Response to COVID-19
72
Tips to Leverage and Protect Trademarks in Challenging Times
74
All that said, we did not pivot everything to the pandemic and sanitizer. This issue is our largest ever, and we hope it helps reflect the needs of our community, our family. You will find the classic examples of distiller spotlights, heavy hitting scientific content, distilling education, and business articles you have come to expect from us. But in addition, we have set aside a fair portion of content to this new normal we find ourselves in.
COMMUNITY RESPONSE
COMMUNITY RESPONSE
REGULATORY
SANITIZER
LEGAL
HEALTH & SAFETY
BRANDING & MARKETING
MORALE
MORALE
BRANDING & MARKETING
STRATEGY
To help you navigate this enormous edition of Artisan Spirit Magazine, we have an entire section dedicated to COVID-19 coverage. Looking for something specifically related to regulations and legislation, or the all-consuming world of sanitizer? It is most likely right here in this section of the publication. Find yourself burnt out reading about the pandemic? Then you can skip ahead and focus on the core content we pride ourselves on providing.
COMMUNITY RESPONSE
REGULATORY
MORALE
We are so damn lucky to have the support of our readers, the distilling community, and our amazing advertisers and sponsors. The team at Artisan Spirit Magazine is proud to do what we can to support and educate the distilling industry. The world may have moved on, but we are all here to move along with it. — BRIAN CHRISTENSEN, editor
STRATEGY
REGULATORY
STRATEGY